Telling your story of how you arrived at where you are or maybe the story of how your business went above and beyond creates a subject that your potential clients can relate to. If they feel that you are the type of business that they could support by doing business with YOU instead of a competitor then that is an edge that you want. It's not a matter of manipulation but a matter of sharing the personal side of what you do instead of being ALL business. We are people that run these businesses and when we can break it down to a personal level it brings what we do as a business to an emotional experience with you.

We did a campaign for a sports training facility in Montana and we learned they actually sponsored quite a few of their athletes in training. Some of their students really couldn't afford to get the proper training but they did have the heart and determination to succeed. We reached out to their local news station and made them aware of how this facility was helping the community and the news team visited them and did a story which got them more exposure because their story was about making the difference in kids' lives.

The facility trained them because they saw the potential they had and two of their students went on to be star athletes who both made public statements of their thankfulness to the training facility which in turn brought them even more business.

The two factors in play here are telling their story and giving back. It really does pay off to be a giving people/business.